TRAVEL
Using FAM Trips to Grow Your Dive Destination – by David Prichard and Lily Mak, Enchanted Sea Images, Inc., Dallas, TX
You’ve worked hard to create a comfortable and exciting diving des- tination, whether it is a land-based re- sort or a dive boat operation. Now you just need customers. How can you build your business so that it is near or at capacity each week?
– which translates into higher conversion rates and more bookings. Kris Mears of Scandi Divers Resort in Puerto Galera, Philippines, concurs, saying “We have an 80% conversion rate of Fams into bookings, so they can be vital for your dive business to thrive in the current economic climate. Successful FAM trips have led to repeat group bookings who have visited us multiple times with 20-30 guests on each trip.” He added that visiting locations and having “full product knowledge” can give a huge boost to help sell your trip and an- swer the finer questions right away instead of saying, "Let me get back to you about that." FAM trips can either be hosted by a single resort or live- aboard boat or be part of a partnership where participants visit multiple destinations within a region to experience the area. Airlines are sometimes included in the partnership, where airfare from select locations is nominal in the total FAM pack- age rate. Regional tourism associations often organize FAM trips to attract dive travelers to their members. These trips generally include all transfers, food, accommo- dation, diving, and usually cultural experiences, but partici-
While advertising and social media marketing can get your name and message out to potential customers and reign in couples or small groups of friends or family for a visit, how do you attract the large groups that will help fill up your des- tination? Who are your advocates (promoters) out in the world that will lead these large groups back to your piece of paradise? Divers are usually hesitant to go somewhere new in another country on their own but will feel more secure and eager to visit this new site as part of a group being led by someone who has, as the saying goes, “been there, done that.” This leader has not only experienced the resort or boat, but has in- depth knowledge of its operations, travel requirements to get
there, local culture and side tours avail- able, and can answer questions the group has from personal experience. Familiarization (FAM) trips are valuable marketing tools to develop advocates for your destination who happen to be recog- nized dive trip planners (travel profession- als) who have demonstrated past
pants are expected to pay for any extras such as alcoholic drinks, marine reserve fees, and provide tips for dive crews and staff, since the trip cost doesn’t usually in- clude any profit margin for the destina- tion business. Since this is a business trip and not a vacation, FAM Trip itineraries generally follow a jam-packed schedule
FAM in Fiji with Dancers
experience in organizing and leading dive and travel groups. While not the primary subject of this article, FAM Trips can also include professional journalists and social media influ- encers who can give their readers/listeners first-hand accounts of their experiences that can draw business to your destina- tion. FAM trips are offered to dive travel professionals at a greatly reduced cost (or sometimes at no cost, depending on the quantity of known business previously generated) and are organized for participants to see and experience as much as possible so they can relay their experience on to their clients when selling a future trip to this destination. “In the competitive world of dive travel, nothing sells an experience better than first-hand knowledge,” said Deborah Dickson Smith of Diveplanit Travel. “FAM trips give dive travel professionals the chance to dive the reefs, explore the resorts, and experience the destina- tion exactly as their clients would.” She said this hands-on famil- iarity builds confidence and enthusiasm, making it easier for the trip planners to sell packages authentically and persuasively
where participants also tour the destination’s available room categories, meet key staff, and have classes on the key selling points and culture of the host. Besides sleeping, dining, diving, and touring, the itineraries should also allow the participants to experience some relaxation time since their clientele will be wanting that on their vacation. “Personal experiences translate into compelling stories, original pho- tography/video, and insider insights will resonate with clients, build trust, and inspire them to travel,” said Simon Doughty of Volivoli Beach Resort in Fiji. He added that by engaging directly with local destination management and staff on Fam trips, travel professionals build valuable industry connections that can lead to exclusive opportunities, improved collaboration, and better
client outcomes. If FAM trip participants have a great experience, then their enthusiasm will show when they sign their clients up for a future trip back with a trip leader who has “been there and done that.”
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